Roberto Andrade Dirak Appointed Managing Director of Warner Music Latina; Ruben Abraham Lands Expanded Role As SVP, Marketing and Artist Strategy; and Hector Rivera Named SVP, A&R, Latin Music 

Moves will provide best in class services to artists, and will help break more talent in the US and across the region

Warner Music Latina unveiled a new top team today, with Roberto Andrade Dirak joining the company as Managing Director, while there are expanded roles for Hector Rivera as SVP, Head of A&R, Latin Music and Ruben Abraham as SVP, Marketing and Artist Strategy. 

The move comes as Warner Music Latina looks to provide best in class service to our artist roster, break more talent in the US and across the region, and further improve the synergies between its Latin American and US Latin operations.   

The Latin American recorded music market was worth some US$780 million in 2020, according to IFPI, and the US Latin market is worth the same again, with Latin the fastest-growing genre in the US.

Roberto Andrade Dirak says: “I’m so excited to be joining the team at Warner Music as we put in place a new structure that will help us break artists across borders even more quickly.  I’ve worked with some of the biggest names in Latin music and I’ve seen their global appeal first-hand.  Now I want to help support a new generation of Latin artists and turn them into superstars.”

Ruben Abraham comments: “I’m honored to be part of a leadership team that’s got such ambitious plans.  The music market is changing fast and there are new opportunities opening up for artists every day.  We’re here to help artists truly connect with fans and tell their stories in new and exciting ways.”     

Hector Rivera adds: “These changes mean that Warner Music Latina is well positioned to be the first choice for Latin artists from across the Americas.  We’ve broken down old silos and we’re working as a team to break artists to regional and global audiences from day one.”

Alejandro Duque concludes: “I’m delighted that Roberto has joined us at Warner Music and that Hector and Ruben have stepped up into these expanded roles.  With Roberto on board we can accelerate our vision to be a truly artist-first label with a globalized approach to artist development.  This will help us empower the careers of our artists and develop more Latin superstars who can take their rightful place on the global stage.”

Roberto Andrade Dirak was involved with the career of Colombian superstar Sebastian Yatra from the very start, managing the artist’s incredibly successful journey for six years, while demonstrating his widely recognized expertise in finding and developing talent from zero to stardom.

Before solidifying his role as a manager, as well as a talent scout and artist developer, Andrade worked with Carlos Vives, another Colombian superstar, as his personal and tour manager.  In recent years, as part of his passion for discovering and developing new talent, he founded NIU Entertainment, home to some of the most promising current up-and-coming Latin artists.  Previously in his career, Andrade was also in charge of marketing, press and promotion for artists such as Chino & Nacho, Mau & Ricky, Ricky Martin, Yandel and Wisin among many others.   

Roberto started his career in the entertainment business in radio and television.  Always surrounded by music, and while studying Business Administration, he was able to independently manage the career of Colombian rock band The Mills with tremendous success.  Later, he worked for a live event company called Show Business and Entertainment, working alongside artists such as Antonio Carmona, Basement Jaxx, Los Fabulosos Cadillacs, Maroon 5, R.E.M. and Rosario Flores.  

Abraham has been at Warner Music Group for more than 17 years, initially starting as a label manager in Mexico City, before becoming involved in business development, digital sales and brand partnerships and finally as a Commercial Director for Warner Mexico.  He moved to Miami on 2019 to become VP of Marketing at Warner Music Latina where he’s been named twice as one of Warner Latina’s Latin Power Players by Billboard and helped develop the career of artists like Justin Quiles, Sofia Reyes, Danny Ocean, Lenny Tavarez, Micro Tdh, Blessd, Tiago PZK, The Change among others.

Rivera has worked at Warner Music Latina since 2017, taking up his previous role of VP of A&R two years later.  He started out in the industry as a studio engineer at Audio Vision Studios in Miami, before going on to work in roles across music publishing, live touring and artist management.  In his current role, he works closely with Urban star Justin Quiles, chart-topping star Myke Towers, Spain-based Trap and Drill star Kidd Keo, while he continues to develop up and coming artists such as Jon Lee and Espano. In 2021, Rivera was included for the third time on Billboard's Latin Power Players List.